a fresh spin on penny black’s tradition and heritage

the brief

Penny Black is a long-standing Brunswick pub with over a century of history. As its audience evolved to include families alongside a younger, gig-going crowd, the existing website no longer reflected the venue’s personality or supported key user actions.

The goal was to refresh the website to be more accessible, visually engaging, and intuitive, with a clearer path to table bookings, gigs, and events.

the results & outcome

Repositioned the website to appeal to a broader, multi-generational audience
Introduced a distinctive visual language that balanced heritage with a contemporary edge
Streamlined navigation and booking flows
Improved discoverability of gigs and events
50% uplift in website traffic within six months

client

Penny Black

role

lead graphic designer

project type

UI/UX, graphic design, illustration

deliverables

website refresh & illustrations

website

more than a pub

The Penny Black does more than just beers and pub grub, they are a venue for gigs, functions and events. It was important to highlight the hip and vibrant culture through this website refresh. Neon green and bright pink push a cool and fresh new look for this local pub.

illustration

a nod to penny's heritage

In our research, we discovered that the Penny Black building was originally a post office. In the edgier, and punchy visual identity we generated, we took inspiration from their post office heritage with a fun postman mascot. Adding a playful element that embodied Penny’s past, present and future.